Jools Lebron, a beauty influencer from Chicago, is making a public comeback after revealing her battle with cocaine addiction, a struggle that unfolded amid her rapid rise to fame. Lebron, 33, first gained widespread attention in 2024 when she popularized the phrase “very demure, very mindful” on TikTok, which spawned viral campaigns and collaborations with major companies such as Lyft and Verizon. Her catchphrase even helped propel the word “demure” to be named Dictionary.com’s word of the year in 2024.

Despite her public success, Lebron privately confronted addiction issues fueled by sudden wealth and attention. Earlier this year, she opened up about her experience, sharing with family and followers on TikTok that she had been using drugs for consecutive days and could no longer manage the addiction alone. “I felt hopeless,” she said in a candid interview.

Now sober, Lebron is focused on rebuilding her career and personal life. Concerned about being reduced to an internet meme, she is actively working to redefine her public image, aiming to serve as a role model for curvy Black and Puerto Rican trans women. “Divas who might be the bigger girl in the friend group, who might be the trans girl in the friend group, who might be the one who feels like the odd one out, can feel beautiful,” she said. Lebron hopes to inspire those who identify with her experiences to embrace their identity and find empowerment.

Lebron’s rise began with early YouTube videos in the 2010s, where she reviewed dolls and offered makeup tutorials, though these initially failed to gain traction. A pivot to TikTok eventually brought her nearly one million followers over three years and lucrative brand partnerships. However, she said her outspoken support for Palestinians during the war in Gaza led to her management dropping her and her account facing demonetization and reports from users, which undermined her online presence and opportunities.

That setback contributed to a downward spiral marked by depression and substance use. Lebron described the influencer lifestyle as one where cocaine was normalized and readily available. Her drug use exacerbated financial difficulties and estrangement from reality. “I just couldn’t accept that good things were truly happening to me,” she reflected.

Lebron also acknowledged personal challenges, including relationships with men who were sometimes abusive. She connected these patterns to her search for control and an underlying expectation that her identity as a trans woman of color would hinder her ability to live a fulfilling life.

Close friend Sage Bash, also a trans woman, noted Lebron faced a “perfect storm” of fame, trauma, and money without adequate support, leading her to seek escape through addiction. Bash described the experience as emblematic of broader struggles confronting marginalized individuals in precarious positions.

Lebron credits her sobriety to therapy, accountability to her family, and the support of her online community. Her mother, Esther Fregoso, expressed pride in Lebron’s progress and advocacy efforts, highlighting the ongoing nature of her recovery journey.

Recently, Lebron has resumed brand partnerships, including collaborations on a lip gloss with local company SushyGlow and a limited-edition shake benefiting the LGBTQ+ nonprofit Center on Halsted during Pride Month. Beyond her professional pursuits, she values everyday moments such as walks and family time at their shared two-unit home.

Reflecting on her challenges and achievements, Lebron said, “I’m counting my blessings because I didn’t think I would leave the ‘very demure’ era alive. I’m still kicking, I’m in good health and I have the job of my dreams.”